Reading Your Analytics Dashboard
Analytics turn visitor behaviour into numbers you can act on, but they are only useful if you understand what the figures mean. You do not need to be a data analyst to draw sensible conclusions.
This guide explains the headline metrics, what they tell you, and a few traps to avoid when interpreting them.
The Metrics That Matter
Focus on a handful of figures rather than every chart on the screen. These tell you most of what you need.
- Users: how many people visited.
- Sessions: how many visits they made.
- Engagement: how long they stayed and what they did.
- Conversions: how many completed a goal such as an enquiry.
Common Misreadings
Numbers can mislead if you read them in isolation. Always look at trends over time, not single days.
- Compare like-for-like periods, such as month on month.
- Ignore tiny day-to-day swings — they are usually noise.
- Filter out your own team's visits where possible.
- Tie traffic back to outcomes, not just raw visitor counts.
| Metric | What it answers |
|---|---|
| Users | How many people came? |
| Bounce/engagement | Did they find what they wanted? |
| Conversions | Did they take the action we want? |
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.